New York tech trailblazer in a Cambridge state of mind

Cledara had raised $20 million Series A crash to expand its horizons in a rapidly growing SaaS market in which businesses are increasingly focused on optimising their software stack and controlling costs. Cledara is at the forefront of this inevitable wave, helping companies streamline procurement, SaaS cost management – and to maximise SaaS ROI.

Now it’s a TV star, too, and the Sky is the limit – literally: Sky TV is showing all Cambridge league matches in an exciting new roll-out and Cledara is basking in the broader limelight.

From small screen notoriety to big picture business growth is a definite switch-on to Cledara and its COO and founder Brad van Leeuwen.

He tells Business Weekly: “We jumped at the chance to become the first sponsor of the Abbey Stadium after one of our investors tipped us off about the opportunity. The prospect of partnering with the club and sponsoring the Cledara Abbey Stadium was immediately compelling. At Cledara, we believe that partnering with sports teams provides a unique avenue to engage with our prospects and customers while also enhancing our ability to attract top talent.

“Sports partnerships allow us to connect with our audience in a dynamic and relatable way beyond traditional business settings. Partnering with Cambridge United was particularly exciting. The U's are the sole professional sports team in Cambridge, a city that is the UK's second-largest startup hub after London.

“For a software company like ours, which both hires tech talent and provides solutions to the technology industry, this partnership presented an ideal opportunity.

“The collaboration not only elevates our presence in a key tech ecosystem but also reinforces our commitment to supporting communities that foster innovation and growth in the technology sector.”

Brad says Cledara has gained significant benefits from the partnership with Cambridge. He explains: “As a tech company, most of our interactions with customers and prospects are online, which can make it challenging to stand out in crowded and noisy digital channels where people are used to tuning out marketing messages.

“By bringing Cledara into the real world alongside a trusted brand like Cambridge United, we've been able to differentiate ourselves from competitors.

“This partnership has helped us foster stronger trust with our customers, which is crucial since we provide visibility and control over their software and cloud infrastructure – core components of their business operations where any disruption can have significant consequences.

“The deal has also deepened our relationships within the Cambridge area, notably with partners like Green & Purple, an accounting firm that works with many of our UK-based customers.

“Furthermore, Cambridge's strong brand both in the UK and internationally has helped us win new business around the world. The international impact has exceeded our expectations, often because prospective customers have previously studied in Cambridge or are generally aware of the city's reputation.

“In terms of gaining an edge over our contemporaries, this partnership has indeed provided us with a unique platform to connect with our audience in ways that go beyond traditional online interactions.

“It has allowed us to stand out from the crowd and accelerate our business by building trust and recognition in both local and international markets.”

Brad says the partnership with United is not just a short-term initiative but a strategic investment in building lasting relationships within the community and the broader technology ecosystem. “Long-term collaborations like this enable us to create sustained value for our customers, partners, and employees,” he says.

He adds that Cambridge's deep community involvement greatly enriched the partnership: “The city's commitment to women and youth activities and its engagement with both the University of Cambridge and Anglia Ruskin University, for example, resonate strongly with us. Our CEO and co-founder, Cristina Vila, has a personal connection to Cambridge – she completed her master's degree at Anglia Ruskin University.

“Cristina has also played a role in deepening the relationship between Cambridge United and ARU, which adds a special significance to our involvement. Being part of a community-focused club aligns with our values and allows us to contribute positively to the local ecosystem.”

Cledara has ensured engagement with other club sponsors. Notably, it is a long-term customer of Fora, which sponsors United’s women’s team and is a shirt sponsor for the men.

Brad explains: “We're well aligned with Fora because we work with similar customers in related industries. Connecting with them and other sponsors has been a valuable aspect of our involvement with the club, allowing us to foster stronger relationships and explore potential collaborations within our sector.”

He is especially encouraged that Cledara has joined United’s sponsorship ‘team’ at such an important time. “The club's significant investments in a new training ground and plans to expand the capacity of the Cledara Abbey Stadium are setting the stage for a successful and sustainable future, and we're proud to support these initiatives.

“The increased coverage of League One following the new Sky TV deal has significantly enhanced our brand visibility. The installation of new digital advertising in the stadium further boosts our presence, allowing us to showcase our brand to a wider audience.

“These developments have amplified our reach beyond what traditional marketing channels offer, connecting us with fans and potential customers on a larger scale. Overall, football has provided a dynamic and impactful platform for promoting our business.”